La Casina Valadier è una storica location di Roma che sorge sull'antico Collis Hortulorum, il punto più alto del Pincio, dove in passato le grandi famiglie romane possedevano i giardini più vasti e sfarzosi della città. Fu realizzata tra il 1816 e il 1837 da Giuseppe Valadier, noto architetto e urbanista romano, nel corso dell’importante opera di ristrutturazione di Piazza del Popolo e del Pincio a Roma.
Fin dall’inizio, la Casina fu progettata e realizzata per essere adibita a luogo di ritrovo alla maniera dei bistrot francesi.
La Casina Valadier torna ad essere il “gioiello” di Villa Borghese per volere di un gruppo di imprenditori e professionisti romani.
Restaurata secondo il progetto originario del Valadier e dotata di tutti i vantaggi della tecnologia del terzo millennio, la Casina offre oggi ai propri ospiti, in un’elegante cornice ottocentesca, una gamma di servizi di altissima qualità che la rendono unica nel suo genere. Oltre al ristorante ai piani superiori e alle terrazze che l’hanno resa celebre, la perla del Pincio risulta arricchita di una caffetteria nel giardino, di un elegante vineria nella Sala Romana e di un raffinato bar al primo piano, ideale per aperitivi e dopo cena “con vista”.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
Cerchiamo un nuovo Nome e Logo.
La parola ‘Valadier’ deve essere mantenuta, mentre vogliamo eliminare la parola ‘Casina’, diminutivo non in linea con l’immagine della location e che non aggiunge valore percepito al brand (se non a coloro che già la conoscono).
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Ci rivolgiamo a un pubblico di elevata estrazione sociale, che si compone di:
- cittadini di Roma;
- turisti presenti in città;
- uomini d’affari e top manager aziendali
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
La (Casina) Valadier è il luogo d'incontro e d'intrattenimento eno-gastronomico esclusivo per chiunque voglia immergersi nel cuore di un’area prestigiosa come Villa Borghese e godersi il meglio dell’eno-gastronomia.
La (Casina) Valadier è una struttura assolutamente unica per organizzare eventi di alto profilo, conferenze stampa, presentazioni prodotti ed immagine nel panorama d’accoglienza romano.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
La proposta è supportata dalle seguenti ragioni:
- Perché la struttura è tornata agli splendori di un tempo e vestita di rinnovata raffinatezza negli ambienti così come nell’offerta eno-gastronomica.
- Perché offre un panorama di straordinaria bellezza sui tetti di Roma e unico nella città eterna.
- Perché Casina Valadier unisce oggi lo splendore neoclassico dell’edificio e l’efficienza moderna dei servizi, mescolando insieme spirito antico e servizi all’avanguardia.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
- Qualità
- Charme
- Eleganza
- Esclusività
- Prestigio
- Tradizione
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Il nuovo Nome e Logo comparirà in tutta la nostra immagine coordinata, sul materiale promozionale e su tutto il merchandise prodotto attraverso linee di brand extension es. tovaglie, stoviglie, oggetti di design casa etc.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Per una breve descrizione del Brand attuale, rimandiamo alla seguente sezione del sito: http://www.casinavaladier.it
Il nome deve poter essere registrato con dominio.it e .com
Per la fase di gara accettiamo soluzioni in formato ppt, doc, jpg e pdf. Al vincitore verranno richiesti i formati esecutivi.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
